Google and Facebook are planning to begin laying a series of ultra-fast internet cables between Los Angeles and Hong Kong, as the two companies prepare for the impending hike in demand for bandwidth in Hong Kong.

The Pacific Light Cable Network (PLCN) aims to accommodate the rapid growth in demand in the APAC region, one of the fastest-growing internet markets in the world. PLCN will likely become operational sometime in 2018.

Providing fast and reliable infrastructure is integral for the two companies as they look to move their services further into Asia. Facebook and Google have struggled to maintain connections in Mainland China, according to The Wall Street Journal. The strict user-data regulations in the country have resulted in both companies’ websites being blocked. However, as an autonomous territory, Hong Kong sits outside of the firewall providing these companies and others like them an advantageous position to reach the market.

The news comes amid a flood of infrastructure activity by internet companies as they attempt to create more reliable and faster international connections, notes Gizmodo.Moreover, as mobile video becomes an increasingly important medium for consumers and advertisers alike, these cloud companies must ensure their networks can handle the greater bandwidth that video requires. Failure to do so could result in users looking to competitors.

Consumer demand for mobile video is insatiable. For example, in May 2016, popular photo and video sharing app Snapchat revealed that it received roughly 10 billion daily video views, a 400% increase since May 2015. Moreover, mobile video already accounts for 43% of smartphone traffic, according to the 2016 Ericsson Mobility Report.

Advertisers are following consumers' eyes. Sixty-two percent of US advertisers expect to increase mobile video ad spend in 2016, according to IAB. This is reflective of not only the uptick in consumer demand for video, but also the effectiveness of video, which results in higher conversion rates than other ad mediums, like banner ads or interstitials, notescomScore.